Best practices in collegiate athletics — specifically in the Name, Image and Likeness (NIL) space — are evolving at a pace that would give Oregon’s Silan Ayyildiz a run for her money. The fast-changing landscape creates unprecedented opportunities for student-athletes. And those athletes are collaborating with schools, brands and outside advisors and agencies to make sure they’re making the most of those opportunities.
Perhaps the most exciting trend in the industry is that women are leading the way across the board. You’d be remiss not to think of Caitlin Clark here, but the next wave of female collegiate athletes see their shot at becoming household names and they’re taking it.
USC’s JuJu Watkins, UCLA’s Jordan Chiles and others are building their brands, growing their audiences, landing major deals…and the best part is they’re working with and leaning on tons of incredible women emerging and reinforcing themselves as thought leaders in the industry to make it happen.
Greenfly’s Head of College Partnerships Cassie Ackemann recently had the chance to get a group of these women together for a discussion on NIL. Business of College Sports Founder Kristi Dosh moderated the conversation, which featured invaluable insights from:
Sam Green – Founder, AthleteCon
Rachel Maeng Brown – Founder, GEN Agency & GEN NIL
Maddie Walsh – Asst. Director NIL, UCLA
Michelle Meyer – Founder, NIL Network
The hour-long discussion features these incredible women detailing what they’ve seen from athletes and brands, how they think women can make an even bigger impact in the space, and where they think the industry is headed.
You can watch the full panel in the video above, or read below to see the five biggest trends and strategies you can take away from the conversation.
5 Emerging Trends and Strategies for Women and Brands in the NIL Space
1. Schools Tapping Into NIL Experts
Universities are investing in NIL infrastructure to support their athletes, including school-led NIL collectives and partnerships with brand experts. This institutional backing is helping athletes maximize their earning potential while staying compliant with evolving regulations.
2. Brands Going for Quality Over Quantity
Brands are realizing that audience engagement is more valuable than just follower numbers. Women athletes, who often cultivate highly engaged communities, are seeing increased success in NIL deals. Athletic departments are also recognizing the value of investing in women’s sports, leading to greater visibility and sponsorship opportunities. Digital content creation—through TikTok, Instagram, and YouTube—is becoming a primary driver of female athlete branding, with storytelling at the forefront.
3. Schools Preparing to Share the Wealth
As schools anticipate future revenue-sharing models, NIL’s impact on women’s sports is becoming more pronounced. With new NIL agencies emerging within universities, the potential for increased funding and exposure for women’s teams is growing. However, these shifts also bring challenges, including potential conflicts of interest and evolving NCAA policies on school-led NIL involvement.
4. Experts Urging for Authenticity and Creative Freedom
Successful NIL campaigns prioritize authenticity. Instead of overly scripted partnerships, brands should empower women athletes to tell their own stories. Female athletes have excelled in leveraging their platforms for meaningful storytelling—whether it’s discussing their training routines, sharing behind-the-scenes content, or advocating for social causes. Brands that embrace this creative autonomy will see stronger audience engagement and brand loyalty.
5. Industry Encouraging Small Business Participation
One of the biggest misconceptions about NIL is that only major brands can afford to participate. In reality, many effective NIL deals involve small businesses offering perks like meals, gym memberships, or product sponsorships. Schools and collectives are helping facilitate these opportunities, particularly in women’s sports, where community-driven support plays a significant role in athlete success.
